• by Fern Siegel , December 16, 2022

The World Out of Home Organization is creating a global sustainability task force, led by blowUP media CEO and WOO board member Katrin Robertson.

The focus is positioning OOH and especially digital OOH in a positive light, sharing best practices on how companies and WOO members can implement sustainability via global guidelines.

The task force will create net zero initiatives and mission statements, augmented by an updated database on industry innovations that improve WOO's carbon footprint.

"Sustainability is one of the most pressing issues facing advertisers and media owners and it's important that Out of Home, as such a visible and public medium, takes a proactive stance, says Robertson. "The task force is designed to help the whole industry take the initiative on sustainability so it becomes an engine for growth rather than an impediment."

WOO will also conduct a yearly sustainability survey to canvass industry views.

WOO President Tom Goddard adds: "Sustainability is top of the agenda in all aspects of media and marketing right now and it's vital that WOO helps its members make their case to advertisers and legislators.

"We are a highly diverse industry in terms of stakeholders and owners and WOO can play a bigger role in helping members, smaller operators in particular, improve and communicate their sustainability performance."

WOOH members include JCDecaux, Clear Channel, Ströer, Global Outdoor, blowUP media, OUTFRONT Media, Lamar and OAAA from the U.S., Selvel One from India, Primedia from South Africa, Alooh from Latin America and the OMA in Australia, 75 Media in the U.K. and Enel X Italia Srl (Italy).